Marketing The Issue of Preventing Fraud on The Site Discussion
ANSWER
Case 1: Ramaswami, S., Cheang, B.M.Q., Liu, Y., Foo, N.Q.F. and Cheah, S.M.(2020). Carousell: Growing a peer-to-peer mobile app business by building a community.
Summary: The case of Carousell revolves around the growth and development of a peer-to-peer mobile app business. Carousell is a Singapore-based mobile classifieds marketplace, where users can buy and sell various items locally. The case primarily focuses on the strategies and challenges faced by Carousell in building a community of users, which is crucial for the success of the platform.
Main Issues:
- Community Building: One of the main issues in this case is the challenge of building and nurturing a vibrant and engaged community of users on the Carousell platform. Creating a sense of trust and loyalty among users is essential for the long-term success of a peer-to-peer marketplace.
- Competition: The case likely discusses the competitive landscape in which Carousell operates. Competing with other similar platforms or established e-commerce giants can be a significant challenge. Understanding how Carousell differentiates itself and stays competitive is a critical issue.
- Monetization: Monetizing a peer-to-peer marketplace can be tricky. Balancing the need for revenue generation with providing a user-friendly and value-driven experience is often a challenge for such platforms. The case may explore how Carousell navigates this issue.
- User Experience: The user experience and interface of the mobile app are vital for attracting and retaining users. Any issues related to user experience, design, or functionality could be discussed in the case.
Case 2: Teixiera, T., & Kornfeld, L. (2015) YouTube for brands. HBSP 514048-PDF-ENG. Boston, MA: Harvard Business School Publishing.
Summary: The case “YouTube for brands” explores how companies and brands can effectively leverage the YouTube platform for marketing and advertising purposes. It delves into the strategies and tactics that have proven successful in utilizing YouTube as a marketing channel.
What Makes Brands Successful on YouTube:
- Engaging Content: Successful brands on YouTube create content that is engaging, informative, entertaining, and resonates with their target audience. This often involves understanding the interests and preferences of the YouTube user base.
- Consistency: Consistent posting schedules and regular content updates help keep the audience engaged. Brands need to maintain a presence on the platform to stay relevant.
- Authenticity: Authenticity is key on YouTube. Audiences appreciate genuine and transparent content that reflects the brand’s values and personality. Brands should avoid overly promotional or inauthentic content.
- Community Engagement: Building a community of loyal subscribers and engaging with them through comments and interactions is essential. Responding to viewer feedback and fostering a sense of community can enhance a brand’s success on YouTube.
- SEO and Optimization: Understanding YouTube’s search and discovery algorithms is crucial. Brands should optimize their video titles, descriptions, and tags to improve visibility and reach a broader audience.
- Collaborations and Partnerships: Collaborating with popular YouTubers or influencers can help brands tap into existing audiences and gain credibility. These partnerships can extend a brand’s reach and influence.
- Analytics and Measurement: Successful brands on YouTube regularly analyze performance metrics to assess the effectiveness of their content and campaigns. Data-driven decision-making is essential for continuous improvement.
Overall, the case provides insights into how brands can navigate the unique dynamics of the YouTube platform to connect with their target audience and achieve their marketing objectives.
Question Description
I’m working on a marketing case study and need the explanation and answer to help me learn.
Ramaswami, S., Cheang, B.M.Q., Liu, Y., Foo, N.Q.F. and Cheah, S.M.(2020). Carousell: Growing a peer-to-peer mobile app business by building a community.
What is this case about? Provide a summary
What are the main issue(s) in this case? Briefly elaborate on each one
Teixiera, T., & Kornfeld, L. (2015) YouTube for brands. HBSP 514048-PDF-ENG. Boston, MA: HarvardBusiness School Publishing.
1. What is this case about? Provide a summary
2. What makes brand successful on YouTube?
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